Abstract
The Tinytrails mobile application was a comprehensive tool for parents designed to track and support the development of their children from birth to the age of two years. However, despite its potential benefits and the significant need for such a solution, the app did not gain the expected traction. This case provides students an opportunity to evaluate the segmentation and targeting strategy of the app. It further allows them to design the positioning strategy for Tinytrails for different stakeholders.
Additional Information
| Product Type | Case |
|---|---|
| Reference No. | MAR0550 |
| Title | Tinytrails: Tracking Tiny Milestones |
| Pages | 11 |
| Published on | Nov 29, 2024 |
| Year of Event | 2023-24 |
| Authors | Sharma, Rajat; Chandwani, Rajesh ; |
| Area | Marketing (MAR) |
| Discipline | Marketing |
| Sector | Health |
| Learning Objective | The specific teaching objectives for these settings include: ● To understand how consumers’ response to health monitoring is changing and how traditional models of healthcare can be complemented with digital health solutions. ● To understand marketing strategies for a consumer versus a customer who influences consumer decision-making. Analyse the different approaches required to market directly to end consumers (parents) versus those who influence the decision making process (doctors, healthcare workers). ● To identify the challenges posed by digital health monitoring for start-ups and explore its effects on segmentation and targeting strategies, product strategies and promotion strategies. ● To provide insights into the systematic process organisations used to develop positioning concepts. ● To illustrate how a gap between actual value and perceived value can affect product sales and how marketing can help close this gap to ensure product success. |
| Keywords | Segmentation; Targeting; Positioning; Healthcare; Entrepreneurship; Promotion |
| Country | India |
| State | Gujarat |
| City | Ahmedabad |
| Access | For All |
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